Packaging as Instant Visual Communication For Skincare Products In Marketplaces And Social Media
DOI:
https://doi.org/10.46961/kreator.v13i2.2097Abstract
The development of marketplaces and social media has transformed the way skincare packaging is visually displayed and perceived. Packaging is no longer primarily designed for physical shelf display, but rather for marketplace thumbnails, scrolling visuals, and smartphone screens. This study aimed to analyze the transformation of visual language in digital skincare packaging through the use of color, layout, visual hierarchy, and white space within marketplace and social media contexts. The study employed a qualitative descriptive approach using visual analysis methods. Data were collected through visual observation of skincare packaging displayed on digital marketplaces and social media platforms, particularly products from Glad2Glow, Skintific, Somethinc, Azarine, and The Originote. The analysis applied theories of visual hierarchy, layout, Gestalt, white space, and color representation as visual reading tools. The findings showed that digital skincare packaging experienced visual simplification through instant hierarchy, dominant white space, soft colors, and minimalist layouts to maintain readability and recognizability in marketplace thumbnails. Digital marketplaces also encouraged visual homogenization through the dominance of clean minimal aesthetics and smartphone aesthetics. This study concluded that digital skincare packaging now functions as a medium of instant visual communication within smartphone-based marketplace visual culture.
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